Vineet Verma

 Your audience on Twitter is not the

same as Your audience on Facebook.
 The main research that all marketers use before
even thinking about the campaign, is Audience
Research.
 Audience research is designed to establish the
size, composition, and characteristics of a group
of individuals who are or could be potential
customers.
 It's important to note that this research is about
the people and individuals who make up your
target audience.
 The goal of all audience research is to find
consumer insights that can help you deliver on
your campaign or business objectives.
 The goal of a digital marketing strategy is to
influence the buyer's journey. Marketers need to
connect with the audience by knowing what they
think, how they behave, and how they live their lives.
 One of the key benefits to conducting audience
research is the ability to identify obstacles.
 For example, are there other brands trying to
communicate with your audience but not
experiencing much success? Why?
 By being aware of such obstacles, you can then
develop appropriate personalized content that is
more relevant to your audience.
 Moreover, you want to find ways to stay ahead of
your customers and discover solutions that anticipate
future needs they may have.
 Audience research allows you to understand your
customers and ultimately makes you more
effective in delivering your digital marketing
strategy by catering to their needs.
 To focus efforts, it is common practice to trade a
buyer persona.
 This is a description of your ideal customer in
terms of motivations, demographics, and
channels used to access the Internet.
 Buyer personas help digital marketers choose the
channels and messaging that will resonate with
their ideal customer and effectively deliver on
objectives.
 We have three types of data:
 Demographic,
 Psychographics
 Behavioral.
 You want to have a good understanding of
the three of these, because each of them will
give you different insights into your audience.
Demographics are the hard facts about your
audience. Some examples of facts would be
 Whether they are male or female,
 How old they are,
 What their profession is,
 Whether they are married,
 Where they live,
 Whether they go to college.
 This information is about their social aspect and
relative place within their society. It's not very
personal, but it helps you peel back the first layer
of understanding your audience.
 Psychographics are much more detailed and complex.
 They can uncover anything that your audience might
be interested in, their beliefs, life goals, or opinions.
 It's about getting a deep understanding of your
audiences ambitions so that when you talk to them,
you are speaking a language that resonates with what
they really want.
 Psychographics can include activities, interests,
opinions, attitudes, values, lifestyle, and loyalty. It's
about their lifestyle, their personality.
 For instance, maybe you want to reach someone
that's 21 years old and works as an accountant, but
also loves basketball?
 Finally, we have behavioral data. This is about
 how people use your product
 how they navigate on your website, and how
they use the different media that you want to
use as your marketing channels.
 What do they do on Facebook?
 How long do they stay?
 Why do they click? Where do they click?
 This data can tell you a lot about your customer.
 For example, when are they on your website?
What time are they on Facebook? Maybe it's in
the morning, maybe it's at night. You don't want
to miss those opportunities to engage with your
customer.
 By observing what people do and how they
behave online using your product or using your
competitors products, you are able to understand
the limitations of the user experience and
perception to improve your message and
overcome obstacles.
 Behavioral data can include online activities such
as social media use, website visits, product and
contact use, where they click, what the usual
consumer path is on your site and other relevant
buying habits, including brand preferences and
product usage.
 Audience research is really about giving you all
the context and information you need. It is
central to any digital marketing strategy. Because
if you don't have this data, how do you know
where and how you're going to communicate.
 As there can be many different people types in
your audience, you need to conduct demographic
and psychographic research so that you really
know who they are and avoid making any
assumptions.
 This will help you navigate away from potential
pitfalls or running campaigns that target the
wrong audience.
 All of this is very important because it will allow
you to transform the journey of your audience on
your website and social media and know exactly
where you need to target your effort.
 Marketing to global audiences without localizing
content, though, is dangerous to your efforts and
perhaps even to your brand’s reputation.
 Its not only you are missing an opportunity to
engage with personalized content, there’s a
chance you’re actually offending your target
audience without even realizing it.
 Localization of content is critical for engaging
audiences outside company headquarters
because it represents marketing personalization
in its purest form.
 A study of Fortune 500 companies showed that those
that localized their content were two times more
likely to increase profit and 1.25 times more likely to
grow earnings per share year over year.
 Companies that invest in localization also reinforce
the perception within a region of its commitment to
doing business there, communicating stability and
permanence.
 KFC learned this the hard way in China when it
introduced “Finger-lickin’ good” and later discovered
the literal translation was “We’ll eat your fingers off.”
 Other errors come from not considering alignment
between cultures and customers.
 Glocalization is a combination of the words
"globalization" and "localization." The term is
used to describe a product or service that is
developed and distributed globally but is also
adjusted to accommodate the user or
consumer in a local market.
 Glocalization is the adaptation of global and
international products into the local contexts
they're used and sold in. The term was coined
in the Harvard Business Review, in 1980, by
sociologist Roland Robertson.
 Often, Glocalization campaigns involve
culturally friendly media and ad campaigns to
encourage the acceptance of foreign products
among a local audience.
 A common example would be cars that are
sold worldwide but adjusted to meet local
criteria such as emissions standards or what
side the steering wheel is located.
 Global brands have a large-scale reach but may
require a targeted strategy to appeal to smaller
markets. When such a brand focuses its efforts
on local audiences, it's known as glocal
marketing.
 Glocal marketing refers to a strategy that global
brands use to localize their promotional content.
 The concept is a blend of creating goods or
services aimed to achieve global reach and
tailoring the promotion to appeal to specific
sections of the global market.
 Glocal marketing can help companies reach local
markets by overcoming the obstacles that
commonly arise when trying to appeal to
unfamiliar markets.
 One such obstacle is the uncertainty of
consumers about the presence of international
corporations in their region, which often stems
from a sense that a non-domestic entity can't
appreciate the shades of local culture.
 The result of a successful glocal marketing
campaign is that the consumers within the local
market feel the brand understands them.
 Driving engagement in new markets is a easy
opportunity for nearly every company to
expand its customer base.
 Localizing the right marketing and sales
content to suit each territory’s audience is a
key step for getting it done and doing it right.
 Know every audience
When it comes to globalization, you can’t start
with narrow knowledge of your home office’s
market and generalize from there. It means
really understanding the distinctive audiences,
needs and values of every country you serve.
 Keep control of the brand
Promote and maintain a consistent global
brand by leveraging multilingual assets,
including corporate style guides, glossaries,
and translation memory.
 Localize every touch point
Digital content means customers come into
contact with more varieties of content than ever.
Create a personalized, strongly localized
experience by localizing every single one of your
brand’s touch points, including its websites,
marketing collateral, landing pages, and
advertisements.
 Review locally
Get the meaning right without confusing or
offending customers. Have translated materials
reviewed carefully by someone who has deep
language and cultural expertise for each target
market.
 Leverage technology
Increase scale, decrease costs, and get to
market faster by localizing content where it
already resides.
 Localizing sales and marketing content
makes it personal, meaningful and engaging.
Once your marketing is truly global, your
business will have remarkable new
opportunities to drive demand and grow
revenue.
Vineet Verma

BRANDING ON DIGITAL MEDIA

SEARCH ENGINE OPTIMIZATION (SEO)

 Search engine optimization (SEO) refers to

techniques that help your website rank higher
in organic (or “natural”) search results, thus
making your website more visible to people
who are looking for your product or service via
search engines.
FROM WHERE TO START?

 To understand how SEO works, the best place

to start is understanding how Google and Bing
work so you understand where to start
optimizing your site.
UNDERSTANDING SEARCH
 The best way to think about search is to think
of Google and Bing as Internet librarians.
 They take in ridiculous amounts of data from
websites all over the world, put it in an index
and when someone comes to their website with
a query like “Who won best picture in 1948?”
they search their index to find an appropriate
reference and then serve up those answers to
the user on their webpage.
UNDERSTANDING SEARCH
 But how did they actually get that data and how did Google know that
Hamlet won best picture in 1948?
Well it all starts with one website which leads to another and another...
 What Google and Bing do all day long, 365 days a year is crawl the
Internet and they do that with a program called Spiders.
 Spiders start on websites they deem as highly valued, like CNN.com
or the New York Times and they click on every link on both CNN and
the New York Times which leads them to other websites where they
again click on every link that leads them to more websites so after a
while they start to map out most of the webpages on the Internet.
 When the Google spiders come across something new, they put that
web page into its index for future reference and there it sits in the
Google data warehouse until someone comes to Google.com and
starts a search.
HOW DOES A SEARCH ENGINE WORK?
Search engines perform several activities in order to deliver search results.
 Crawling - Process of fetching all the web pages linked to a website. This
task is performed by a software called a crawler or a spider (or Googlebot, in
case of Google).
 Indexing - Process of creating index for all the fetched web pages and
keeping them into a giant database from where it can later be retrieved.
Essentially, the process of indexing is identifying the words and expressions
that best describe the page and assigning the page to particular keywords.
 Processing - When a search request comes, the search engine processes it,
i.e., it compares the search string in the search request with the indexed
pages in the database.
 Calculating Relevancy - It is likely that more than one page contains the
search string, so the search engine starts calculating the relevancy of each
of the pages in its index to the search string.
 Retrieving Results - The last step in search engine activities is retrieving the
best matched results. Basically, it is nothing more than simply displaying
them in the browser.
WHY SEO IS IMPORTANT FOR YOUR BUSINESS
 On Google alone, there are over 6,94,000 searches conducted every
second.
 Every second that your website is not indexed on Google, you are
potentially missing out on hundreds, if not thousands of
opportunities for someone to visit your website, read your content,
and potentially buy your product or service.
 Practicing SEO basics, as well as more advanced techniques after
those, can drastically improve your website's ability to rank in the
search engines and get found by your potential customers.
 The sole purpose of a search engine is to provide you with relevant
and useful information, it is in everyone's best interest (for the search
engine, the searcher, and you) to ensure that your website is listed in
the organic search listings.
 In fact, it is probably best to stay away from paid search all together
until you feel you have a firm grasp on SEO and what it takes to rank
organically.
HOW TO APPROACH YOUR SEO STRATEGY
 When developing an SEO strategy, it is best to split
your initiatives into two buckets: on-page SEO and
off-page SEO.
 On-page SEO covers everything you can control on
each specific webpage and across your website to
make it easy for the search engines to find, index,
and understand the topical nature of your content.
 Off-page SEO covers all aspects of SEO that
happen off your website to gather quality inbound
links.
ON-PAGE SEO
 There are multiple elements on your website that you can control
to make it easy for the search engines to index your content and
understand what it is all about.
 Website Content - Content is King, you want to write content that
your audience will find valuable and engaging.
 Aside from the topical nature of the content, the way you format
your webpages can have an impact on how the search engine bots
digest your content.
 Every webpage you create should have a thought-provoking
headline to grab the reader's attention, and should also include
the keyword or phrase that the webpage covers.
 Other body formatting, such as bolding certain keywords or
phrases, can help stress the importance of phrases you are
optimizing for.
ON-PAGE SEO

 URL Structure
 The actual structure of your website URL can have
an impact on the search engine’s ability to index
and understand your website's content.
 Opting for a more organized URL structure will
have the greatest impact.
 Some website creation software will insert
arbitrary numbers and code in the URL. If you can
edit the URL to include the title of your webpage,
you should do so.
ON-PAGE SEO

 Pictures -There is nothing worse than landing on a webpage

and being faced with mountains of text.
 Not only are pictures a great way to break up sections of text,
but they also serve as an opportunity to communicate with
the search engines.
 Every picture you upload to your website will have a file
name. When the picture is inserted on your website, the
picture’s file name actually lives in your website's sources
code, or HTML. Since the search engines scan your website's
code, you should use file names that describe the picture.
For example, red-tennis-shoesvelcro.jpg is much more useful
than pic12345.jpg‟.
ON-PAGE SEO

 Title Tags
 Besides an actual text headline on your page, every
webpage you create has a title tag.
 This is the text snippet that appears in the upper left
corner or on the tabs of your web browser.
 Also, the title tag is the blue link that the search engines
show when they list your webpage on the SERP.
 Title tags max out at 75 characters, so choose your
words wisely.
 If a title exceeds the display length, the search engine
cuts it off, and users can’t see the whole title.
ON-PAGE SEO

 Headline Tags
 When the search engine bots scan your webpages,
they look for clues to determine exactly what your
webpage is about.
 The use of headline tags within your page is so
important. By using various headline tags (each
tag will produce a different size headline), you not
only make your webpage easier to digest from a
reader's standpoint, but you will also give the
search engines definitive clues as to what is
important on the page.
ON-PAGE SEO

 Internal Linking
 When creating content for your website on your blog or on specific
webpages, you may want to reference other pages on your
website.
 You can reference these other pages by inserting a link to another
webpage within a specific webpage's content.
 The use of anchor text is recommended when linking to another
webpage or even another website.
 When anchor text is used, it implies that the page you are linking
to is about the keyword or phrase you use as your anchor. This is
yet another way you can help out the search engines.
OFF-PAGE SEO
 Compared to on-page SEO, off-page SEO can certainly
be more difficult to execute.
 Off-page SEO entails building relationships with other
websites through the creation of attractive content, or
reaching out to the people who run the websites.
 This process of building relationships is called link
building.
 Who is linking to you, how they are linking to you, and
how your content is shared in social networks and
across the web are all factors that can have a significant
impact on your ability to rank on the SERP.
WHO'S LINKING TO YOU?

 Although twenty inbound links from your

friend’s websites may be a good start to link
building, garnering one link from a major
publication or educational website (with a .edu
address) could be worth more than the power
of those twenty links combined.
HOW ARE THEY LINKING TO YOU?
 Just like when anchor text is used to link an internal
webpage to another one of your webpages, the use of
anchor text when another website links to you can be
extremely helpful in creating relevancy to certain keywords
and phrases.
 If you have the option, always request keyword-rich anchor
text for a link that uses your domain. That said, if you have
no other option, still take a link with anchor text to your
domain.
 A common practice in linking building is link trading, or “I will
put a link to your website on my website if you put a link to
my mine on yours.” These types of links are referred to as
reciprocal links.
USING SOCIAL MEDIA TO SPREAD CONTENT

 Use of social networks like Facebook, Twitter,

and LinkedIn has exploded over the last few
years.
 With hundreds of millions of users across these
social networks sharing content they find online
with their friends and followers, search engines
have begun to take notice.
USING EMAIL TO SPREAD CONTENT
 Almost any business these days uses email to nurture
relationships with their current leads and customers,
and utilizes promotional email blasts to attract new
ones.
 It is no surprise that with the death of direct mail over
the past few years, email marketing has exploded. It has
never been easier to set up an email program, upload
your leads, and send them communication. Obviously,
the extreme rate at which businesses have adopted
email has deteriorated its effectiveness industry-wide.
There is so much noise out there that you need to make
every email send count.
KEYWORDS
KEYWORD
 First off, a keyword is not just a word, it can also be a phrase.
This keyword or combination of keywords are what people
enter into Google, Bing, Facebook, YouTube, LinkedIn or
other sites to find matter.
 They can exist in the form of a question such as what is a
keyword? They can be simple phrases or they can be very
long phrases looking for specific information.
 But what separates one keyword from another? Are there
good keywords and bad keywords?
 The answer is there aren’t good and bad keywords, but there
are competitive and non-competitive keywords that will help
you start to understand the best way to get Google to get
traffic to your website.
KEYWORD
 Google estimates that over 20% of its searches are brand new,
meaning no one has ever searched for that phrase before.
 On the high end are very competitive keywords like “coffee” or
“jewelry” these keywords are going to be ranked by very large
companies and websites.
 The words receive billions of searches every month. As phrases
become more pointed, the competition, on average, decreases as
does the amount of search traffic, so it becomes easier for smaller
websites to begin to show up in Google results for either search
traffic that does not exist yet or for some very pointed search results.
Therefore, over time if you have lots of web pages with unique and
highly targeted keywords, that will end up being worth more in traffic
than ranking for just one highly competitive keyword.
DEFINING A KEYWORD STRATEGY

 Once people understand what a keyword is, it’s

natural to want to start to use that knowledge
across your website properties.
 This is commonly referred to as keyword
strategy. The first step in figuring out a keyword
strategy to list your services, industry and
products. You can do this on a piece of paper or
word doc.
KEYWORD
 What do you sell? Coffee, coffee drinks and coffee beans.
 Where do you sell it? My stores are in Princeton, NJ but I ship
coffee beans anywhere in the U.S.
 How do you sell it? People can buy in store or I can ship it to
them.
 We accept cash, checks and credit cards.
 People can buy in bulk every month or one at a time.
 Why is your product better? We hand roast all of our coffee
beans in small batches.

Once you start getting those questions answers you will start to
see some patterns emerge. In this example the word coffee
and coffee beans appears often along with Princeton NJ.
KEYWORD
 When we are very clear on what we are selling and the
keywords associated with those products we move onto
the next step which is trying to understand how people
search for those products so we can use those searches
as a basis to develop our keyword strategy.
 The best tool for this is Google’s keyword tool. Using
Google’s keyword tool, we enter each keyword and
Google will report back on the number of searches and
how competitive each keyword is. They will also supply a
list of keywords that are similar to the search phrase you
just entered.
KEYWORD
Once we have that information we need to look at the
following:
 Take a look at how many searches and how competitive
each word is. The more competitive a keyword the
harder it will be to rank in Google for that keyword.
Conversely the more searches there are, the more likely
it will be that someone will find you by Googling you.
 Look at the keyword ideas. Sort by competitiveness.
Those words that are not competitive should be used in
your website first as individual pages or blog articles.
SEARCH ENGINE MARKETING

SE
M
SEO
SEARCH ENGINE MARKETING

 SEM, or search engine marketing, is using paid

advertising to ensure that your business's
products or services are visible in search
engine results pages (SERPs). When a user
types in a certain keyword, SEM enables your
business to appear as a result for that search
query.
WHY IS SEM IMPORTANT?
 Every day millions of people search the internet for answers.
Whether that be for a problem they’re trying to solve, a
product to purchase, planning a vacation, finding new
restaurants, etc.
 As a business, wouldn't you prefer your website, products, or
services to appear in the search results to provide people
with the answers they’re searching for?
 According to the Content Marketing Institute, 93% of online
experiences begin with search. That's why search marketing
is a vital strategy for all businesses who want to enhance
and grow their companies.
 Remember your competition isn't sitting on the sidelines
waiting to see what others are doing.
HOW SEM WORKS
1. A person searches online for a product or
service. They’ll enter search terms (called
keywords) into search engines like Google, Bing,
or Yahoo.
2. A person finds your ad. If the keywords in your ad
match a search, your ad appears next to or above
the search results.
3. A person then takes action by reaching out to
you. You can create a call to action (CTA) on your
ad, so a person has the option to visit your
website or call.
HOW AN AD AUCTION WORKS
 Once you're ready to invest in SEM, you'll need
to enter into an ad auction.
 In simple terms, every Google ad you see goes
through an ad auction before appearing in the
SERPs.
 To enter into an ad auction, you'll first need to
identify the keywords you want to bid on, and
clarify how much you're willing to spend per
click on each of those keywords.
HOW AN AD AUCTION WORKS
 Once Google determines the keywords you bid on
are contained within a user's search query, you're
entered into the ad auction.
 Not every ad will appear on every search related to
that keyword. Some keywords don't have enough
commercial intent to justify incorporating ads into
the page -- for instance, when I type "What is
Marketing?" into Google, I don't see any ads
appear.
 Additionally, even if your keyword is a good fit for
an ad, it doesn't mean you'll "win" the bidding. The
ad auction considers two main factors when
determining which ads to place on the SERP -- your
maximum bid, and your ads Quality Score.
HOW AN AD AUCTION WORKS
 A Quality Score is an estimate of the quality of your ads,
keywords, and landing pages. You can find your Quality
Score, which is reported on a 1-10 scale, in your keywords'
"Status" column in your Google Ads account.
 The experience of a landing page is represented by such
things as the usefulness and relevance of information
provided on the page, ease of navigation for the user, the
number of links on the page, and the expectations users
have based on the clicked ad creative.
 The more relevant your ad is to a user, as well as how
likely a user is to click through and have an enjoyable
landing page experience, all factor will come under your
overall Quality Score.
SEM STRATEGY

 SEM strategy comes down to optimizing paid

search ads with a specific goal in mind. In order
to create a good strategy, you must understand
how paid ads platforms works and effectively
manage variables that affect performance such
as keywords, budget, and copy.
PAY-PER-CLICK (PPC)
 Pay-Per-Click or PPC is a model of advertising that
allows businesses to pay only when a person
online clicks their ad.
 Search engines like Google and Bing make pay per
click advertising available on an auction basis
where the highest bidder typically earns the most
prominent placement.
I. Advertisers do not pay to show ads for keywords,
but they do pay when a person clicks on them;
the amount you pay is called cost-per-click (CPC).
PAY-PER-CLICK (PPC)
 Paid search gives you a much higher level of
control when it comes to the searcher’s ability
to find your website on the SERPs.
 With PPC, advertisers tell Google for which
search terms they want their ads to show.
 Google then displays their ads and charges
them when someone clicks on their ad and
directs the person to their website - pay per
click.
HOW PPC WORKS
1. Advertisers create a Google Ads Accounts.
2. The team strategizes on the types of search terms
they’d want the ads to display by creating keywords.
3. A set of keywords needs to group to direct the
customer to a specific advertisement and landing
page.
4. Google auctions offer ad space to advertisers in the
Google Ads auctions.
5. Google ranks advertisers based of their ad rank, which
is determined by their bids and their quality scores.
IT’S MORE THAN JUST CLICKS
 It's important to note that search engines will
reward advertisers that create relevant, well-
targeted PPC campaigns by charging them less
for ad clicks.
 If ads and landing pages are straightforward,
Google charges you less per click, leading to
higher profits for your business. So if you want
to start using PPC, it’s important to take the
time to develop a solid PPC campaign.
PPC– THE BENEFITS
 Quick Setup - Get up and running quickly with a little bit of
optimization. It's a big contrast to starting up SEO efforts, which
usually take a lot of time and development to get the same type of
positioning and traffic that Google Ads offers within minutes of
launch.
 Page Positioning - Paid search dominates above-the-fold content.
With typically four ads on desktop and three on mobile, a user will
always see the paid search ads, even if they choose to scroll past
them.
 Measuring & Tracking- A significant benefit of PPC advertising run
through Google Ads and it’s easy to measure and track. Just use the
Ads tool in combination with Google Analytics. You’ll see high-level
performance details including impressions, clicks, and conversions.
There’s no mystery to your PPC performance.
 Targeting - Ads are aimed at search keywords, time of day, the day of
the week, geography, language, device, and audiences based on
previous visits.
PPC– THE DRAWBACKS
 Cost - If you're a novice, then you can quickly burn through
your budget. For example, you set up a PPC campaign
blindly, and your website receives a large number of clicks,
but they are not your target audience. The unfortunate part
is you still have to pay for them. Just because PPC can
produce results instantaneously, it doesn't mean that those
results are the ones you want
 No Money, No Ad- When your campaign stops running, so
does your ads- It's as simple as that.
 Bidding Wars - When two or more PPC advertisers compete
for a top ad position, it can turn into a costly "bidding war"
because you're taking a bite out of some other advertiser's
digital apple. Entering a bidding war can spike the costs.
 SOCIAL MEDIA &
MARKET RESEARCH
VINEET VERMA
 WHAT IS SOCIAL MEDIA MARKET
RESEARCH?
• Social media market research is the practice of gathering
historical and real-time data from social media channels to
better understand your brand’s target market.
• Social media market research focuses on gathering
information about specific audiences via online social
channels. Whilst it’s easy to focus on social media platforms,
such as Facebook, Twitter and Instagram, there are other
places where people interact. For example, Reddit, Quora
and specialised forums, as well as customer reviews sites and
blogs. These are valuable sources of social data.
• By analyzing how people interact on these social channels,
you can gain more insight into your audience: how they
speak, their likes and dislikes, etc. Combining this with other
market research methods, such as surveys and focus groups,
helps build a much clearer picture of your customers and how
they use your services.
 WHAT IS SOCIAL MEDIA MARKET
RESEARCH?
Social media market research is also:
• Affordable- Social media is much cheaper than surveys
or focus groups, which can cost thousands of dollars
depending on the size and complexity of your research
panel.
• Quick- While traditional market research methods can
take time, social media is always updating in real-time
and you can pull existing social data for immediate
results.
• Comprehensive- With over 3.6 billion social users in 2020,
there’s no shortage of data on social media and tools
like social listening make it easy to analyze conversations
and trends around your entire industry, not just your
brand.
 ADVANTAGES OF USING SOCIAL
MEDIA FOR MARKET RESEARCH
• Unlike other methods of market research, which take place in
controlled settings, people tend to be more open online.
Without the feeling of being observed, they’re likely to share
their opinions more freely, providing more organic insight.
• You can also gain insight faster. By continuously monitoring
social channels and tracking mentions of certain words or
topics, you can quickly assess their importance and adjust
your strategy accordingly. More traditional methods, which
require time and planning, often only capture one moment in
time. This can limit its usefulness when you’re looking to learn
and progress quickly.
• Social data can also answer questions you might not know
needed asking. Monitoring people’s behavior on social media
provides a lot of data.
• With this, you can begin to see trends and patterns that you
might miss with more targeted forms of market research. This
can feed into your overall business strategy. It might even help
you to identify a completely new audience.
CHALLENGES AROUND ANALYSING SOCIAL
DATA

• The same benefits of social media can also throw up a

number of challenges. Although you can gain more organic
insight away from a controlled environment, it’s not
uncommon for people to have a different persona on social
media, especially on certain platforms. So, what they say and
how they act online isn’t always reflective of their behaviours
in the real world.
• And, although social media provides a lot of data, it’s only
valuable if you can extract insight from it. When you’re
working with big data, you need to know how to ask the right
questions. This can require someone with a specialist skill set to
be able to analyse the data properly.
• There are a number of tools that can help you to make sense
of the data, but it’s important to understand their limitations.
There are many nuances in language that can affect how
something is interpreted. Whilst Web analytics tools help to
filter through large amounts of information, it’s important to
incorporate human interpretation to get the most accurate
results.
 EXAMPLES

• There are many use cases for social media based research,
from identifying popular hashtags to increase the reach of
your marketing campaigns, to measuring the success of a
new product launch.
• One great real-world case study comes from specialist
equipment manufacturer, 3M. As one of the biggest providers
of ventilators and medical grade personal protective
equipment (PPE), their role during the early stages of COVID-
19 pandemic was essential. They analyzed social data to track
mentions coming from frontline workers around the shortage
of PPE. This information fed into the communications strategy,
ensuring they could keep people informed around future
availability in a clear and timely manner.
• Another great example comes from Walmart. Again, during
the pandemic, the retailer extracted all kinds of insight from
social media conversations, including supply issues and
problems with online shopping. These insights fed into all areas
of the business. By being able to track customers’ concerns in
real-time, Walmart could meet their needs much more quickly
Social Media

Vineet Verma
Social Media
 According to Merriam Webster dictionary “Social media is
forms of electronic communication (such as websites for
social networking and microblogging) through which users
create online communities to share information, ideas,
personal messages, and other content (such as videos).
 The term social media refers to a computer-based
technology that facilitates the sharing of ideas, thoughts,
and information through virtual networks and
communities.
 Social media is internet-based and gives users quick
electronic communication of content, such as personal
information, documents, videos, and photos.
Key Characteristics of Social Media
 Free web space: The social media websites provide the
users or the so called audience with free web space to upload
their personalized content.
 Unique web address: The audiences are provided with a
personalized unique web address to have a unique identity,
which makes them to share their content in real time. It
remains intact till the time they maintain their online
account.
 Possibility of building profiles: With the possibility of
building personalized profiles, the social media enables an
individual to have access to the likeminded people to interact
with each other.
Key Characteristics of Social Media
 Virtual connections with friends and relatives: Social media
websites turns to be the platform for virtual meetings. People, who
are miles away from each other, can get in touch virtually with each
other through such website enabled chat engines. The websites even
make it possible to share valuable files, photos and multimedia
content with each other.
 Real time content upload facility: Through social media, it is
possible for the audience to have a chance to upload their
personalized content or other files as the services are open round
the clock 24x7 for all 365 days in a year.
 Feedback: With the online social networks, feedback, the key
element in the communication process becomes vital. Feedback is
immediate like in face to face communication through new media or
social media communication, provided the responder is also online,
at the time when the sender initiates the dialogue.
Key Roles Played by Social Media
 Communicate: With the more interactive technology
involved in this form of communication, the feel through
this way of communication is rather very lively.
Social media is not only the media of extroverts, but
also of introverts. They have the freedom of
communicating at an ease without directly facing the
responder, unlike in face to face communication or the
so called interpersonal communication.
Key Roles Played by Social Media
 Collaborate: Today, it’s very common that almost all
Netizens get themselves involved in social media chats,
blogging and hangouts of google talk etc.
 One person initiates the communication by his posts with or
without the support of multimedia content and it is
circulated among a closed or open group of Netizens. People
keep on adding the comments to the post which further
processes the communication. The comments can be
considered as the feedback to make the conversation a
dynamic one. The entire process turns to be innovative and
collaborative.
Key Roles Played by Social Media
 Educate: The third major role played by the social media is
educating the masses. Virtual classes around the world are
made possible through social media. People in nooks and
corners of the world can attend an online lecture delivered
by a resourceful person from a remote location.
 Even the audience can pose their doubts and get them
clarified. Such a facility is more similar to that of a live class
room environment. This type of education has an added
advantage. Simultaneously, the entire thing can be recorded,
to revise at a later stage.
Key Roles Played by Social Media
 Entertain: Social media is the new media that offers the
audience a great entertainment. It enables the user to get
all sorts of multimedia content, thereby dismissing all the
limitations which otherwise are possessed by each of the
traditional media. It has all good qualities of each and every
conventional media embedded in it.
Key Challenges Posed by Social Media
 Privacy: The primary challenge posed by the social media is the
privacy. Many people restrain themselves from taking part in a
dialogue with a fear of losing their privacy.
 Reduces Face-to-Face Interaction
 When you are on social media more often, not only you spend less
quality time with people who are physically present in your life,
but they will quickly get annoyed when you’re mindlessly
scrolling through social media platforms instead of paying
attention to them.
 Social media can be great for finding support when you aren’t able
to interact face-to-face with those around you, but being physically
present with someone offers a level of comfort and support that
social media will never be able to rival.
Key Challenges Posed by Social Media
 Terms of agreements: Most of the social media sites allow
the audience to create an account, after accepting terms of
agreement, which are often vague. The terms of agreement can be
interpreted in multiple ways. They pose a threat, indirectly. Most
of the social networking websites get an agreement accepted by
the users that their information can be used by the owners of the
social media. It indirectly causes invasion of privacy. Such a
challenge is one of the crucial challenge posed by the social media.
 Security Concerns: Social media sites pose an equal threat
to the security of personal information and other concerned data.
Hacking of the websites is the most common feature; with
hacking there is an imminent threat to the audience of social
media. This turns to be another key challenge posed by the social
media.
Key Challenges Posed by Social Media
 Deception: The identity of the individual who joins the social
networking sites may either original or fake. The truth of his/her
identity is not known to the fellow user. In the recent past, many
cases of deception around the world have been registered. Social
media turns to be an easy way of deceiving people using the
technology.
 Social Media is addicting. When you’re playing a game or
accomplishing a task, you seek to do it as well as you can. Once
you succeed, your brain will give you happiness hormones, making
you happy.
 The same mechanism functions when you post a picture to
Instagram or Facebook. Once you see all the notifications for likes
and positive comments popping up on your screen, you’ll
subconsciously register it as a reward. But that’s not all, social
media is full of mood-modifying experiences.
Key Challenges Posed by Social Media
 Social media and bullying
Sadly, there is an ugly side to all that technology offers. While
bullying is not a new concept, social media and technology have
brought bullying to a new level. It becomes a more constant,
ever-present threat -- cyberbullying.
“Bullying” means the use by one or more students of a written,
verbal or electronic expression or a physical act or gesture or
any combination thereof directed at a student that:
 causes physical or emotional harm to the student or damage
to the student's property.
Key Challenges Posed by Social Media
 places the student in reasonable fear of harm to
himself/herself or of damage to his/her property
 creates a scary, threatening, aggressive, or abusive educational
environment for the student
 infringes on the rights of the student to participate in school
activities
 materially and substantially disrupts the education process or
the orderly operation of a school
Key Challenges Posed by Social Media
 “Cyberbullying” means bullying through the use of
technology or any electronic communication, which shall
include, but not be limited to, any transfer of signs, signals,
writing, images, sounds, data, texting or intelligence of any
nature transmitted in whole or in part by a wire,
electromagnetic, photo electronic or photo optical system,
including, but not limited to, electronic mail, Internet
communications or instant messages.
Key Challenges Posed by Social Media
 FOMO (Fear of Missing Out)- Fear of Missing Out (FOMO)
is a phenomenon that became prominent around the same time as
the rise of social media.
 Unsurprisingly, it's one of the most widespread negative effects of
social media on society. FOMO is just what it sounds like: a form
of anxiety that you get when you're scared of missing out on a
positive experience that someone else is having.
 For example, you might constantly check your messages to see if
anyone has invited you out, or focus on your Instagram feed all day
to make sure that nobody is doing something cool without you.
You may also see pictures of something fun that your friends were
able to do, feeling left out that you couldn't go because you had
another responsibility.
Key Challenges Posed by Social Media
 Negative Body Image- Speaking of Instagram celebrities,
if you look at popular Instagram accounts, you'll find
unbelievably beautiful people wearing expensive clothes on
their perfectly shaped bodies.
 And to nobody's surprise, body image is now an issue for
almost everyone. Of course, seeing so many people who are
supposedly perfect (according to society's standards) on a
daily basis makes you conscious of how different you look
from those pictures.
Social Influencers
Social Influencers
 The problem of influence had been discussed in the fields of
marketing and communication since a very long time.
 Theories of influence have perceived society as group that can
be guided by a limited amount of individuals, who can
spread information and are “influential” i.e. opinion leaders.
 Opinion leader’s main objective is to connect strategically and
position a message in a social network, intermediate between mass
media and the rest of the society,
 First time term “influencer” in this form was introduced by
Ahoren (2005) when describing the cooperation of Yahoo “Yahoo
has long been identifying and paying influencers to share their
opinions in online social network.”
Social Influencers
 Social media influencers are a subset of digital content
creators defined by their significant online following,
distinctive brand persona, and patterned
relationships with commercial sponsors.
 To earn income, they hype branded goods and
services to their communities of followers; such
promotional communication takes the form of
information, advice, and inspiration.
 Social media influencers (SMIs) represent a new type of
independent third party endorser who shape audience
attitudes through blogs, tweets, and the use of other
social media.
Social Influencers
 Because of the persuasive power of social media
influencers, technologies have been developed to identify and
track the influencers relevant to a brand or organization.
 Most of these efforts to identify SMIs rely on factors such as
number of daily hits on a blog, number of times a post
is shared, or number of followers.
 Being an influencer who uses social media means also living
certain lifestyle, social status.
 More and more people treat it as a profession. Some
influencers make a living out of their social media skills,
others treat it as a extra job and a passion.
Social Influencers
 Marketing professionals have endorsed celebrities to raise
brand awareness and increase sales, but with the rising
importance of social media popular channels, more
companies see brand influencer collaborations as more
effective way of grabing the customers’ attention.
Advantage of influencers
 They are relatable.
 Can build strong and long-lasting
relationships with the customers.
 Most Millennials are more receptive and trust
of recommendations from digital (social
media) influencers.
Profile and lifestyle of Social Media
Influencer
 One must have the passion and be able to share it in
an entertaining way via social media platforms.
 Most of the influencers treat their work really seriously.
 They practice to be professional, spend hours creating
the best content that would engage with their audiences.
 The most important factor for influencers while considering
cooperation with brands is the brand’s image.
 Social media influencers have their favourite industries to
cooperate with: fashion, beauty, luxury goods, food or
tourism.
Social Consumer
Social Consumer
 There's no doubt that social media has shifted the consumer
landscape, both online and offline.
 Whether they're buying a house or a hamburger, consumers now
base purchasing decisions more and more on what their peers
think - and with the spread of social platforms like Facebook,
YouTube, review sites and blogs, it's easier than ever to collect that
feedback instantaneously.
 Today's consumer is social and savvy, and their channels of
influence can't be overlooked.
 While all digital channels play an important role in a brand's
holistic marketing strategy, brands must understand and leverage
the channels that most influence the social consumer.
Who is a Social Consumer?
 Consumes information and learns about breaking
news through sites like Twitter and Facebook.
 Learns about new products through social
channels and networks.
 Is wise to unwanted promotions and trusts only
relevant information.
Who is a Social Consumer?
 Desires a conversation with the brand rather than
one-way ad messages.
 Expects brands to be active in the same social
media sites he/she hangs out in.
 Wants brands to listen, engage and respond
quickly.
Consumer on Social Media
 Consumers are heavily influenced by social media
reviews
 Social media is a living document for social proof—which is
increasingly a make-or-break factor for buying decisions.
 More than half (51%) of consumers read reviews on forums
or social media to evaluate a product or service before
purchasing.
 Even the most stunning, high-budget television ad can’t
deliver what social media offers for free: authenticity.
 Consumers take to channels like Twitter and review sites like
Yelp to praise and criticize different products and businesses.
Consumer on Social Media
 Consumers expect two-way engagement with
brands
 A brand is no longer a remote, faceless entity that we only
learn about in publications or Google searches.
 Social media lets consumers engage and interact with
businesses in a multitude of ways, from liking posts and
following their accounts to sharing brand-related
content, shouting out brand love or asking product
questions.
Vineet Verma
• Viral marketing in its essence is a marketing message
engineered for the purpose of spread from one person to
the next. This is done by encouraging or rewarding people
who comply by sharing it with their peers.
• Viral marketing seeks to spread information about a
product or service from person to person by word of
mouth or sharing via the internet or email.
• The goal of viral marketing is to inspire individuals to
share a marketing message to friends, family, and other
individuals to create exponential growth in the number of
its recipients.
• Throughout the years of development that viral marketing has
seen, people have chosen to define the concept in a few
different ways.
• One view is that viral marketing is the promotion of an
organization or its products and services through a compelling
message engineered to spread, typically online, from person to
person.
• One can also describe it as an electronic way to utilize word-
of-mouth. This means that a message is compelling or
entertaining enough to incentivize people to pass it on to others,
spreading much like a virus at no cost of the creator.
• This creates a kind of exponential growth in its spread since
each person reached will typically spread it to multiple others.
Dove Real Beauty Sketches Campaign
• Dove came up with the Real Beauty Sketch campaign. The purpose of
the campaign was to let women know that they're more beautiful than
they think.
• The video went viral globally by spreading the brand message and
belief in confidence.
• Dove conducted a study and analyzed that only 2% of women
considered themselves beautiful. So, they conceived the idea of using
real women rather than models for their ad. The marketers tried to
deeply touch the emotions of the people through this campaign. It
reached a high point in 2013 which was watched over 114 million
times within a month. The third most successful shared ad of all time!
• Not only does the viral marketing message itself incentivise
sharing but the way contemporary social media works also
promotes it through various built in features such as the share
button that is now present on almost every social media
platform out there.
• Facebook has even gone so far as to share posts that you like,
comment on or get tagged in with your friends .
• This may result in people seeing posts on their feed from people
or pages that they themselves have not chosen to follow, further
increasing the potential of spreading content on Facebook.
There are essentially two different types of viral marketing, passive
and active.
 Passive viral marketing is, in its essence, broadcasting your brand
through some type of media without it being the focus of the content
This can be equated to something like adding a watermark to a viral
video. Many Facebook-pages have adopted this method.
• This results in a vast amount of people seeing the watermark even
though the subject of interest is in fact what is happening in the video.
 Active viral marketing works slightly different. In order for it to be
considered active, there needs to be some kind of call to action and
participation from the recipient.
• A good example of this would be any kind of contest on social media
where any contestant is required to like, share or comment on a
particular social media page to enter, resulting in it spreading like
wildfire.
• One of the largest advantages of viral marketing is
that, compared to advertising made through
traditional media such as television or print ads, it is
very inexpensive. There is no need to pay large sums
of money in order to get airtime, no need to pay for
printing or even for distribution.
• It is the design of viral marketing that makes this
possible and it is therefore more effective than
traditional forms of advertising media.
• Studies have shown that the generation most active on
social media are millennials and this generation is also
the one with the lowest trust for traditional advertising.
• Millennials are shown to be more affected by
influencer advertising than advertising made
independently by companies. The reason behind this is
both that they have more trust for their favourite
internet personalities than companies and that they
are more inclined to watch ads that will help support
content creators .
• Another highly effective way to use virality in advertising is
through stealth marketing.
• Stealth marketing, or buzz marketing, is an indirect
advertising technique where a company creates a marketing
campaign that isn't obviously a company sponsorship meant
to sell products.
• It involves strategically planning ways to create conversation
and excitement about a brand through outside sources that
aren't directly connected to the company.
• Stealth marketing is the concept of using influencers to
promote a product.
• The largest drawback of viral marketing methods is
the lack of control that comes as a byproduct with
nearly every single instance of this type of
advertisement.
• Once it spreads to enough people, the creators of the
advert no longer possess control over its distribution
and use. This means that any mistake or error in the ad
that people may find and take offense to will be
exceedingly difficult to correct. This could result in a
negative impact on a company’s brand image.
• Another major risk that a viral marketing campaign
may introduce is the power of association.
Companies cannot control who receives and who
shares their message so once people and groups start
sharing the content there is no longer any control over
who shares it.
• There may arise situations where someone spreading a
company’s message is someone they would rather not
be associated with.
• LG Ultra Reality Meteor Prank In 2013, Chilean LG posted an ad that
showed them setting up a fake job interview with hidden cameras and an
actor posing as an interviewer.
• The point of this campaign was that they had fixed an 84-inch LG monitor
in place where a window was supposed to be.
• During these fake interviews, the monitor posing as a ‘window’ showed a
meteor heading towards and striking earth in the city close to where the
interview was being held. Naturally the interviewees freaked out and got
really scared.
• Once the would-be shockwave from the meteor hit the ‘window’ the room
went dark. After a few seconds the light came on and the team behind the
stunt came in to tell them what had happened. The reactions of the victims of
this prank were quite different with some feeling relief and happiness while
others got really angry.
• The reactions for this ad on the internet, however, were hugely positive and
the video spread like wildfire across the web with over eight million views in
its first week (Digital Synopsis, 2013). It has to this day generated over 20
million views.
• When considering a definition for email marketing, there are a
number of ways to define it from the broad to the specific.
• Essentially, email marketing is the act of sending out emails to
customers, both current and prospective.
Some key components to what a successful email marketing
campaign does:
• Direct Email - Emails are sent directly to current and potential
customers
• Retention Email - Frequent and regular emails are sent to
current customers
• Email Placed Ads - Marketing ads are placed within emails
sent by others
Direct Emails
• Receiving direct emails is like receiving a flyer from a local business.
In both instances, the business may be providing an announcement for
something, like a special deal going on for a limited time or a coupon
for one of their products or services.
• The difference between the two is that with email, you are not
confined to receiving mail solely from local businesses. The Internet is
a place where the market and competition has become global, and
everybody wants to compete for you.
• The distinctive element of direct email is that it is a call to action on
the part of the customer.
• The purpose of direct emails is to be promotional. They might offer
you a product or service, or they ask you to sign up for something.
Potential customers are more likely to get these types of emails.
Retention Emails
• Retention emails are the equivalent of printed newsletters.
• While still promotional in nature, retention emails attempt to
retain customer loyalty by offering the customer something.
• This could range anywhere from coupons to up-to-date news on
the latest products.
• These types of emails are sent out on a regular basis. It could
be a weekly or monthly basis, but usually the business tries to
send out emails weekly (or even more frequently) to retain
customer interest.
Email Placed Ads
• Another way to advertise via email is to get some advertisement
space within another email.
• Many times, businesses that send out retention emails (newsletters)
reserve space for other businesses to place their advertisements.
• This can be beneficial for you as a business, especially if you have
studied the demographic that you are marketing to and the potential
customers you could gain.
• Knowing what other types of businesses your potential customers go
to and listen to is a great advantage because it allows you to
strategically place your ads in emails likely to get clicks.
• It is also a benefit for the business with which you have an ad placed
because they will know that their emails are being read and they can
also do a bit of analytics work to determine where their customers
are clicking.
• Simply put, yes, email marketing works. Of course, there is the stigma
of SPAM that keeps people wondering whether or not email
marketing is still effective.
• Here are a few statistics to show that email marketing does, in fact,
work
• In a survey by Econsultancy in 2011, 72% of respondents said that
email’s ROI (Return On Investment) was good or excellent.
• In a survey of more than 8,000 local US business owners by
MerchantCircle, email marketing was one of the Top 3 effective
marketing strategies cited by 35.8% of respondents. Social media
and search engine marketing scored higher.
• Forbes Media conducted the Ad Effectiveness Survey in
February/March 2009, revealing that emails and e-newsletters are
considered the second most effective tool for conversion generation,
right behind SEO.
• Zero Moment of Truth (ZMOT) is a term coined by Jim Lecinski
(Vice President of Sales for Google) that describes the change
in the consumer’s buying decision journey following the advent
of digital media. Lecinski contends that digital media stimulates
the consumer to start a research process.
• AN OFFICE MANAGER AT HER DESK, comparing laser printer
prices and ink cartridge costs before heading to the office
supply store.
• A STUDENT IN A CAFE, scanning user ratings and reviews while
looking for a cheap hotel in Barcelona.
• A WINTER SPORTS FAN IN A SKI STORE, pulling out a mobile
phone to look at video reviews of the latest snowboards.
ZMOT is that moment when you grab your laptop,
mobile phone or some other wired device and start
learning about a product or service (or potential
boyfriend) you’re thinking about trying or buying.
Why is it important?
• ZMOT is a tool. It's a tool to shape the way we
provide information about products online.
• The bottom line is that the more information you can
provide to your customers, hiding or placing product
information behind a barrier will only frustrate and
turn away an interested buyer.
We consider ZMOT in relation to the type of information that
should be available on your website. If this information is not
available, then you may not be placed into consideration.
• Consumers want to: Have information to compare your product
to alternatives
• See that social proof that people have used the product and
recommend it
• Understand specific applications and examples of the product
in use
• These characteristics are amplified in ecommerce websites.